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Cubs 'Committed' to loyal fans with new campaign

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By Carrie Muskat
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MLB.com |

Cubs fans Jeff and Jessi Galbraith of Indianapolis got engaged at Wrigley Field. Chicagoan Adam Weiler convinced his wife to raise their son as a Cubs fan, despite her preference for the Brewers. David Eagan, a South Side security guard, proudly sports a tattoo of a Cubs logo and Ron Santo's signature on the back of his head.

You'll soon find out more about these and other devoted Cubs fans as part of a new marketing campaign that honors the team's dedicated followers.

The Cubs and Schafer Condon Carter (SCC) launched a new campaign that honors passionate Cubs fans and the team's commitment to ultimately reward the most loyal fans in sports with a World Series championship.

The "Committed" campaign begins in conjunction with the start of Cubs single-game ticket sales on Friday at 10 a.m. CT. The creative spots feature stories from actual Cubs fans, including the Galbraiths, the Weilers and Eagan.

Various print, online, radio and out-of-home advertisements will appear this week, including ads on the CTA Red Line, Blue Line and Brown Line platforms, and billboards on major highways and streets throughout the Chicago area.

Do you have a story to tell about your love of the Cubs? In April, a second promotional phase will include television spots illustrating fan and player commitments to the Cubs. There also will be an online and social media campaign which will invite fans worldwide to share their stories through videos, photos or essays. Stay tuned to cubs.com for more information. Michael Walters Advertising will serve as the team's media buying agency for that campaign.

"The Chicago Cubs and Cubs fans are solidly committed to each other as we embark on the most remarkable journey in all of sports -- winning a World Series at Wrigley Field," Cubs senior director of marketing Alison Miller said. "This campaign showcases the emotional connection of our fans who are part of that journey, and the Cubs' commitment to building a championship-caliber organization from top to bottom."

The "Committed" campaign marks the second creative project with the team for SCC, which helped launch the Holiday Ticket Pack using Cubs players in holiday-themed advertisements.

Cubs fans are incredibly loyal -- come down to Spring Training and you'll see it firsthand -- and now they will be recognized for their commitment to the team.

"This has been a dream assignment for our agency," said SCC president and managing partner David Selby of the "Committed" campaign. "The emotional relationship that exists between the Cubs and their fans is truly unique, and our campaign celebrates this mutual commitment by telling the remarkable stories of real fans with humanity, humor and authenticity."